安利在中国的营销模式分析

北京科技大学天津学院本科生毕业论文

参 考 文 献

[1]张红敏.直销与直销模式：一个整合的研究[J].嘉应学院学报，2008（2）. [2]杨明君.中国直销业的现状及发展研究：学位论文.重庆大学，2009.4. [3]远潇.安利（中国）公司直销策略研究，学位论文，吉林大学，2012.4. [4]车山.安利（中国）营销策略研究，学位论文.西南交通大学. [5]李志英，多层次直销模式比较，商业时代资，2005（23）. [6]易奉菊.传销与直销的比较研究，商业经济与管理，1997（01）. [7]林源，安利中国模式，知识经济，2005（z1）.

[8]陈得发.多层次直销具有推广业绩的爆发力，经贸世界，2005（08）. [9]王辉.无店铺创业直销102问[M].北京：企业管理出版社，2010（1）. [10]孙子全.直销在我国的运作研究—以葆婴公司为例[D].华东理工大学.2004. [11]祝莹.论入世后中国出台直销法的必要性[J].理论观察，2006（5）. [12]刘笑诵.网络直销企业物流管理模式的选择及其整合[D].云南大学.2008.

[13]刘松梅.剖析直销模式——戴尔中国直销模式的得失分析及其启示[D].厦门大学，2000.

[14]朱颖影.直销模式下生产计划的研究[D].厦门大学管理学院工商管理教育中心，2005.

[15]程赐胜.论直销和传统分销的冲突与协调.[J].商业时代，2009（18）. [16]李更新.多层次直销的现代经济学分析[D].辽宁大学，2005. [17]刘海曙.分销与直销渠道的比较研究[D].北京交通大学，2007. [18]林军.新学习型组织[J].知识经济，2005（6）.

[19]艾丽伟.多层次直销的规范问题研究[D].上海海事大学，2006.

[20]菲利普·科特勒.营销管理、分析、计划、执行和控制[M].上海：上海人民出版社，1999.

[21]Yien，Jui-mei，EdD.Motivational factors affecting Amway Taiwan distributors intentions to participate in continuing education(china)[D].UNIVERSITY OF SOUTHDAKOTA，2004.

-13-

北京科技大学天津学院本科生毕业论文

[22]Patty Charles Robert.Models for Determining the Feasibility of Direct Selling as a Means of Introducing New Consumer Products[D].Ndiana University，Kelley School of Business，1963.

[23]Phd Camey，John Paul.Internal marketing relationships in entrepreneurial direct selling organizations[D].the University of Oklahoma，1994.

-14-

北京科技大学天津学院本科生毕业论文

附 录

Direct the course of development

Direct Marketing is exotic, historical experience and lessons tell us that when things abroad to enter China, the generally mature in foreign markets and may even have something new to replace, in order to maintain the old model to extend the life cycle, often to develop new market-oriented.Direct sales model as well.

From the time of analysis, direct sales into China in the early 90s, is the world’s Code of Ethics issued on the eve of distributors, direct sales model in the world direct Union had enough lessons learned and management, direct marketing Yao follow Shichanggui1v fair competition in the world direct Union Association and the law has been available in the form of management of direct marketing tool that the pros and cons clearly.Therefore, the direct sales into China during this period is the direct sales company to maintain the old mode of operation of the inevitable.Moreover, China’s reform and opening up policy 90, the policy of the inevitable to address the employment needs of individuals through direct fortunes of the temptation to make direct run wild, spread quickly in the land of China.

The development of China’s direct selling industry is very tortuous, from the late 80s, the Japanese company selling magnetic health-care mattress Japan Life to carry out direct sales operations in China, the Chinese direct sales began.

November 14, 1990 the U.S.cosmetics company Avon’s direct selling company, as the first officially registered, due to the special situation in China, direct sales into China in the beginning, with those on the direct sales model and use of illegal pyramid, rodents fraud organizations interpretation of the complex struggle picture.Thus has experienced the rise-chaos-out of control-consolidation phase(in April 1990-1, 998)and then into the transition, (July 1998)until the end of 2005, two ordinance introduced in 2006 into an innovative direct marketing in China first year.

Direct access to China’s first, because people do not know of direct marketing，academics, theorists, management sector, the media is not enough research on direct selling, not caused by the Government.Direct sales model resulted in the use of illegal money-marking pyramid organizations rushed into the sky, the development of chaos out

-15-

北京科技大学天津学院本科生毕业论文

of control, or even distributors to intercept the train, gang fights, murders and other serious incidents affecting public order.In deduction under the ID card after the brainwashing class, forcing others to join the pyramid scheme and so the cycle continues, a serious departure from the tendency of the economic track, causing social malaise.More seriously, some direct sales force education and training organizations in the process of spreading has obvious political leanings of the speech, incitement to discontent on society and the government, especially those from outside the classroom to promote use of direct speech wrong ideology, some may be no intention to, and some people with ulterior motives are clear, making the organization of direct sales personnel there any signs to political organization.

Illegal pyramid scheme for the country more and more disputes, the Government had to take strict management.August 11, 1994, SAIC issued “stop multi-level marketing activities on a cirular offense”(article 233), September 22, 1994 SAIC recurrence “on the multi-level marketing activities in the investigation Notice of violation”(240 text), September 22, 1995 the State Council issued “on the development of multi-level marketing company to stop notice.”For various reasons, these management measures in place and not well implemented.

Shortly thereafter, the State Administration for Industry and fornulate the “clean-up on the review of the implementation of multi-level marketing business approach”and the first 41enterprises approved to carry out direct sales business, January 10, 1997, SAIC issued a “MLM management approach”to “allow the existence of restrictions on development, strict management, careful pilot, “as the guiding ideology, the behavior of the pyramid do business more detailed provisions.Although the proposed single-level marketing and multi level marketing definition, but because of the multi-level marketing, and the distinction between single-level marketing is not strict standards, combined with document provides “multi-level marketing”company approved by the SAIC, the “single-level marketing”company approved by the local provincial Trade and Industry Bureau, many companies began to expand the development of local interests from all over have also ratified a number of single-level marketing company.However, most single-level marketing company but had to carry out multi-level marketing business, so the problem has cropped

-16-